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TitleIntroduction to Mattress Industry
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least part-time employment to an estimated 40,000 persons. At the beginning of

the value chain are approximately 300 fibers millers with usually less than 10

employees and an estimated 500 suppliers of coir pith, or dust. Their output is

either purchased for direct export or undergoes manufacturing for twine, mats

and brushes, rubberized coir mattresses and pots, geo textiles and pith products.

Products, which are technically more demanding or better, suited for mass

production, such as high –end twine, brushes, rubberized coir and erosion

control blankets are predominantly produced in larger facilities, employing

more persons. Now in rubberized coir mattress industry the competition is more

and more, the demand of the product is in growth stage. So only the quality

mattress industry can survive in the competitive world.

Today mattress industry sizes roughly Rs 50 billion. In which around 10,000

crore are in the organized sector and about 50,000 crore in unorganized sector

says Mr. Sudhakar Pai, CEO of Kurl-on mattress. Mattress industry shows a

steady growth in the export import contribution to the nation. By the data’s in

2007-2008 the export-import was Rs 0.3 to 1.2 crore but in 2012-2013 it raised

to Rs 3 crore. Industry gives direct employment for around 23000 people

around the nation. And the employers in unorganized sector are much larger

than the organized one. ‘Most times the companies collect the raw materials

from the small unorganized processing units situated in rural areas directly or

through dealers for manufacturing of the mattresses’. Says Mr. Mathew Joseph,

Director of Duroflex mattress who has an experience of 50 years in the industry.

The key segments in the mattress industry in India are; Natural latex foam,

Memory foam, PU foam, Inner spring and Rubberized coir. Natural Latex

mattresses are made from pure latex derived from the rubber tree. It offers both

softness and durability. Further, being a natural product it is preferred over other

mattress types, since it is free from chemicals and petroleum products. Latex

mattresses are 100% Natural, so while the other foam based mattresses have

complaints on gassing, latex is a healthy and a safe sleeping surface. Latex

reduces pressure points while sleeping particularly at the shoulders and hips,

and it allows for better circulation with less tossing and turning. The result is a

deeper, more restful slumber. Natural latex mattresses have been known to be

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easily and generally feel that their mattress is not something that will make a

real difference in their lives. They typically decide to buy a mattress only under

the most pressing of circumstances, such as when children move back in, they

get a divorce or they suffer a catastrophe. Apathetics are indifferent when it

comes to the mattress purchasing process. When deciding which mattress to

buy, price is the most important factor and a large number believe that

mattresses are too expensive. Apathetics don’t represent a viable target audience

for a national marketing campaign. The toughest to win over, they are the least

profitable customers for retailers and mattress manufacturers.

Customers are the sole reason for the changing trends in this industry, says Mr.

Mathew Joseph who is a well-known dealer in mattress market. He further

pointed that during his primary stage in this industry customers prefer mostly

the 4 inch 4 ft. mattress which now give way to 6 ft. and the inch varies from 4

to 12. He made a comment that in countries like US, Europe or the UAE, people

take considerable time in testing different mattresses before buying one. They

used to sleep for 2 hours before they buy that piece. But in India, People will

touch and feel a mattress for its firmness and then buy it. Hence most the

dealers store a small sample piece of different types. Now a day’s people ask for

the mattress which gives two different feel at same time. A 6 ft. mattress is

divided in such a way that 50% of the mattress is firm and next 50% gives a soft

texture. The rubberized coir preference changed to natural rubber. Today

customers keep on asking for spring mattress and memory foam mattress. He

point on the demographic difference in this industry, people from the rural part

focus on cotton and coir mattress whereas people from urban areas are looking

for the other segments. Likewise once the spring with memory foam mattresses

was dominated by high income group but today middle income group also

move towards this segment. Customers are being educated about the mattress,

its features and its effect on health, Mr. Sudhakar Pai CEO of Kurl-on

comments that, companies today are much focused on the comfort of customers,

the companies are being customer centric and most of the customers demand for

a life cycle of 5 to 6 years for each mattress. This shows how the trend changes

from just home equipment to personalized product. Another innovation is

adoption of NASA technology in mattress, which is a temperature sensitive.

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